Interviews
Putting the “I” in INTA: 20 Years of the Europe Office
Published: November 4, 2026
Twenty years ago, in October 2006, INTA opened its Europe Representative Office in Brussels, Belgium, its second regional office after the China Office, taking another important step toward putting the “I” in INTA.
To mark this anniversary, the INTA Bulletin spoke to two former Chief Representative Officers for Europe, Christina Sleszynska and Hélène Nicora, and the current Chief Representative Officer, Anna Ostanina. Ms. Sleszynska helped establish the Office in 2006. She was succeeded by Ms. Nicora and then by Tat-Tienne Louembe. Ms. Ostanina recently took up the role.
We also gathered reflections from two past INTA Presidents: Paul W. Reidl, who was President when the Office opened in 2006, and Ronald van Tuijl, whose presidential year coincided with the Office’s 10th anniversary. President-elect Marlou van de Braak adds her perspective on the Office’s influence and the opportunities ahead.
Across these reflections, a shared theme emerges: influence rests on trust and human connection and truly global reach requires regional knowledge. From finding a place in the crowded “Brussels bubble” to contributing to legislative reform and mobilizing members through rapid response groups, the Office’s story is one of patient relationship-building, diplomacy, and practical collaboration.
The memories also reveal the human connections behind that work: shared celebrations, stimulating conversations, camaraderie, and colleagues supporting one another through difficult times. Looking forward, the reflections turn from achievements to anticipation—particularly the changes artificial intelligence (AI) will bring to intellectual property (IP) and the skills professionals need to navigate them. Together, these interviews celebrate an Office whose value lies not only in being present, but in bringing people together to help shape what comes next.
Christina Sleszynska
Chief Representative Officer, Europe, 2006–2017
Christina Sleszynska, Chief Representative Officer, Europe 2006-2017
In your view, how has the Europe Representative Office had its greatest impact?
I can speak primarily about the Office’s first 11 years, when its greatest early impact was establishing INTA firmly yet diplomatically in an already crowded European environment and “Brussels bubble.” European and national trademark and anticounterfeiting organizations were well established, and some viewed INTA as “the Americans arriving with their cowboy hats and boots.”
Our role was to contribute a global perspective to policy discussions in Brussels, Alicante, and beyond, while showcasing the exceptional expertise and thought leadership of INTA members. Whenever possible, INTA worked to accommodate different viewpoints and build common positions while advancing sound trademark policy internationally. This required considerable respect and diplomacy.
We also had to integrate the Office into an organization whose practices had largely been shaped by its New York headquarters. Building those bridges—and bringing more European practitioners into INTA’s advocacy, committees, and leadership—was, in my view, the Office’s most important early contribution.
What personal memory best captures the character and spirit of the Office?
It is difficult to choose a single memory. The lobbying surrounding the Anti-Counterfeiting Trade Agreement (ACTA) in 2011 and 2012, particularly in the lead-up to the European Parliament vote, was a professional highlight—and a period of considerable drama and stress, with Brussels at the center of the action. Although Parliament ultimately rejected ACTA on July 4, 2012, the campaign demonstrated the capacity of INTA’s Europe Office to mobilize members and engage in a complex policy debate at the highest levels.
The terrorist attacks in Paris on November 13, 2015, and Brussels on March 22, 2016, marked a frightening and surreal period during which our small team—Milesh Gordhandas [current Senior Advisor in the Europe Office], Hélène Nicora [who succeeded Ms. Sleszynska as Chief Representative Officer, Europe, in 2017], and I—looked after one another closely.
I am equally proud that we identified and encouraged talented practitioners from across Europe to become involved in INTA, including a Polish trademark lawyer Bartosz Krakowiak from Polservice, who eventually became the first Polish practitioner to serve on INTA’s Board.
Together, these experiences reflect the Office’s professionalism, intellectual rigor, resilience under pressure, and strong commitment to its members and colleagues.
What change on the horizon presents the greatest opportunity for INTA and the European IP community?
Not being a lawyer myself and having been away from INTA, Europe, and the IP world for almost 10 years, I hesitate to identify a particular legal or technical development. AI, dual-use technologies, and even “commerce in space” may top the list.
Yet the greatest opportunity lies less in any single development than in INTA’s ability to help shape the response to them. INTA is an old and wise organization. As a new geopolitical order reshapes long-standing assumptions underpinning international trade and business, INTA can draw on its members’ collective expertise to anticipate change, advocate constructively for sound public policy, and engage professionals across countries and generations.
Involvement in INTA offers remarkable professional rewards—expertise, visibility, and advancement—as well as friendships across borders. That combination of foresight, excellence, innovation, and human connection will allow INTA not merely to respond to the next 20 years, but to help shape them. Under the leadership of current Chief Representative Officer Anna Ostanina, the Europe Office will undoubtedly continue to play an important role in that effort.
Hélène Nicora
Chief Representative Officer, Europe, 2017–2022
Hélène Nicora, Chief Representative Officer, Europe, 2017–2022
In your view, how has the Europe Representative Office had its greatest impact over the past 20 years?
It lies in its dual achievement of shaping a world-class IP framework and fostering a spirit of collaboration across the region. Over the past two decades, this impact has materialized in two main areas: The Office has been instrumental in driving key legislative milestones, such as EU trademark reform and EU designs legislation. Because the EU framework is often mirrored globally, our advocacy work in Brussels has effectively raised IP standards well beyond European borders. Recognizing that we do not operate in a bubble, the Office has also broken down silos. By building strong, pragmatic relationships with national IP offices and other stakeholders, INTA has established itself as a trusted partner capable of driving unified, practical solutions in a complex, interconnected world.
What personal memory best captures the character and spirit of the Office?
My fondest memories come from my time managing the Europe Office team, where we successfully balanced a culture of high performance with genuine camaraderie and shared laughter. A perfect reflection of INTA’s unique spirit was my experience with the European Global Advisory Council (EGAC). Working alongside a team of deeply passionate members to openly brainstorm regional challenges and opportunities was incredibly fulfilling. We weren’t just reacting to the present; we were anticipating the future needs of our community. To me, this pragmatic, stimulating, and forward-thinking (avant-gardist) spirit is precisely what defines the character of the Europe Office.
What change on the horizon presents the greatest opportunity for INTA and the European IP community?
The greatest opportunity lies in guiding the IP community through the profound shift from technical expertise to leadership and human-centric skills in the age of AI. INTA has a proven track record of being ahead of the curve—evident when we put AI on our conference agendas eight years ago, long before it became mainstream.
Today, as technical and legal competition begins to plateau due to automation, the true differentiator for successful practitioners will change: soft skills—such as strategic vision, emotional intelligence, effective communication under pressure, and the ability to “read a room”—are becoming the new hard assets.
Organizations like the World Intellectual Property Organization (WIPO) and INTA are already pivoting toward these emerging topics. The next 20 years offer INTA a powerful opportunity to redefine professional development and equip the European IP community to lead creatively in an AI-driven world.
On a personal note, this is exactly how I continue to connect with INTA today. INTA is like a big family you never truly leave. As the CEO and trainer at MH Formations, specializing in behavioral neurosciences, I have had the privilege of supporting this transformation firsthand. It was a pleasure to collaborate with INTA during a panel on AI and neurosciences at the Annual Meeting in London this year, and more recently, through a business development series focused on stress management.
Anna Ostanina
Chief Representative Officer, Europe
Anna Ostanina, Chief Representative Officer, Europe
In your view, how has the Europe Representative Office had its greatest impact over the past 20 years?
My experience with INTA is quite unique because I have worn many different hats while being a member of INTA for exactly 20 years: that of a private practitioner, an in-house lawyer, a student, and even a non-governmental organization representative. Over these years, I have had the opportunity to participate in committees, attend Annual Meetings and other INTA events in Europe, and even contribute as a speaker at a joint INTA-ASIPI conference in Puerto Rico.
During this time, the Association has become an increasingly recognized, respected, and influential voice on IP matters in the region. I have followed the work of INTA’s Europe Representative Office closely. On many occasions, in my previous role, I collaborated with colleagues in the Europe Representative Office on joint projects and position papers on matters concerning trademarks and designs in Europe. The colleagues in the Europe Office have always inspired me through their diplomacy, professionalism, leadership, and commitment. Many successful joint initiatives, later supported or followed by other organizations, were initiated by the Europe Office.
I believe one of the Office’s greatest contributions has been its ability to connect INTA’s global membership with the European IP community and institutions, bringing the practical experience of members into policy discussions while keeping members closely informed of developments in the region.
What personal memory best captures the character and spirit of the Office?
I consider myself very fortunate because I have had the pleasure of knowing practically all of the Europe Representative Office colleagues, past and present, long before joining INTA as its Chief Representative Officer for Europe. I think this reflects how close they truly are to the member community in Europe and how actively engaged they are in the region’s IP ecosystem. Whenever there was a membership question, an event-related question, or a policy issue, they were always there, ready to help, brainstorm, find solutions, and cooperate. I think this truly reflects the spirit of the Office and, more broadly, the culture of INTA.
Beyond the Europe Office, INTA has always been, for me, a source not only of connections but also of learning opportunities, inspiration, and new ideas. It was at a session during an Annual Meeting many years ago that I first learned more about IP in sports and the phenomenon of so-called “ambush marketing.” That session inspired me to look deeper into the subject because, at the time, back at home in Ukraine, we were anticipating the Union of European Football Associations (UEFA) EURO 2012, hosted by Poland and Ukraine. As I was a young IP lawyer just beginning my LLM studies at the London School of Economics on what was supposed to be only an 18-month leave from my position at a law firm, I decided to dedicate my thesis to IP in sports. Fast forward a couple of months, and I was working as an in-house lawyer at UEFA on that very tournament and dealing, among many other things, with instances of ambush marketing surrounding the event.
So, if there is one piece of advice I can give to members, and members-to-be, it is: never miss an interesting INTA event or session. You might be surprised where it can lead your career!
What change on the horizon presents the greatest opportunity for INTA and the European IP community?
INTA is, and has always been, a very forward-looking organization. It has a diverse and global membership while, at the same time, maintaining a strong local and regional presence. This is particularly true in Europe, where around 30 percent of INTA members are based. This combination provides INTA with a strong understanding of local and regional dynamics and realities while allowing it to bring a broader, global perspective to the issues its members face.
This makes the Association well equipped to identify emerging challenges and opportunities early, including those extending beyond traditional IP law, and to educate, connect, and support its members as they navigate change. Whether that change comes from AI, other emerging technologies, or broader economic and societal developments, INTA is well positioned to help its members understand what these developments mean for IP, brands, and businesses both in Europe and globally.
Perhaps the greatest opportunity is not linked to any single technological or policy development but lies in the expanding role of IP as technological, economic, and societal change increasingly cuts across traditional legal boundaries.
Paul W. Reidl
DP&F Law (USA)
INTA Past President, 2006
Paul W. Reidl, DP&F Law (USA), INTA Past President, 2006
In your view, what was the impetus behind the creation of the Europe Representative Office?
I was the INTA President in 2006 and formally opened the Europe Representative Office. I joined the Board in the mid-1990s and spent many years on the Board and as an Officer. The Europe Office was the next step in putting the “I” into INTA. When I attended my first Annual Meeting in 1992, we were the United States Trademark Association. At the 1993 Annual Meeting, the membership voted to change “United States” to “International.” We believed that there was tremendous growth potential outside of North America, and we wanted to re-imagine ourselves as a global advocate for trademark protection. That began a multi-year process of figuring out what that meant in practice.
USTA had been active in European trademark policy matters for many years before the name change, and it had several European members. For example, USTA/INTA’s External Affairs staff provided extensive input into TRIPS [the Agreement on Trade-Related Aspects of Intellectual Property Rights] and Community Trade Mark deliberations in the 1990s. Frederick Mostert from Richemont in England served as INTA President in 1999. As we internationalized our operations, INTA increased its marketing and public policy efforts in Europe. We discussed opening a Europe Representative Office, but decided to make China a priority because its trademark protection system was less robust than Europe’s, especially when it came to counterfeiting.
In 2003, INTA took two significant steps toward internationalization: we opened the China Representative Office and held our first Annual Meeting outside of North America, in Amsterdam. We expected North American attendance to be lower, and it was, but we thought that would be offset by higher European attendance. It was. Following the Annual Meeting in Amsterdam, INTA began studying the feasibility of a European office in earnest.
What mission and goals were set out for the Europe Representative Office?
Whereas the China Office was focused primarily on public policy, the Officers envisioned the Europe Representative Office as being focused primarily on recruiting and member services. Anyone who has been in leadership knows that INTA takes a very deliberative and inclusive approach to major decisions, and this issue was no exception.
We viewed this as a significant step and did not want to take a “ready, fire, aim” approach. We had to answer a number of questions first. What was its mission? Was it financially feasible? How would we reach out to current and potential European members? How would we measure “success?” What were the office benchmarks? Where would the office be located: Alicante, Brussels, or somewhere else? Answering these questions took a great deal of time and thought.
The Board approved the concept once it was satisfied that we had a workable plan. Thereafter, it was up to the staff to execute it.
What has been the enduring impact of the Office?
I do not remember much about the actual opening of the Office—that was 20 years ago! I also cannot comment on whether the Office met the goals set for it by the Officers in 2006 because I have not been involved in the leadership since 2007. But my sense is that the Office has achieved what we set out to do in 2006: increase European membership, provide high-quality programming in Europe, and continue to provide input into European trademark issues.
Ronald van Tuijl
JTI (Switzerland)
INTA Past President, 2016
Ronald van Tuijl, JTI (Switzerland), INTA Past President, 2016
How has having an INTA office in Europe helped its advocacy work in the region?
As a European citizen, celebrating the 10-year anniversary of the Brussels Office was an important milestone in my presidential year. That anniversary also formed part of an incredible year of geographic expansion for INTA. Earlier in 2016, I had the privilege of participating in the opening of the Asia-Pacific Representative Office in Singapore. Later that year, INTA announced plans for a Latin America Representative Office in Santiago, Chile. Taken together with the Brussels milestone, these developments demonstrated INTA’s determination to be present where policy is shaped and where members need support. In that same year, I also traveled to Cape Town for the first INTA conference in Africa in more than 20 years, Building Africa with Brands, which attracted more than 200 attendees from 36 countries.
The Brussels Office has been especially valuable because it allows INTA to participate in policy discussions with a consistent and informed European perspective. By being close to the institutions and stakeholders, the team can identify developments early, bring the practical experience of brand owners and practitioners into the debate, and help translate complex policy issues into meaningful advocacy. INTA has done this on various occasions by setting up rapid response groups that are particularly effective when consultations open on important IP topics and timely input and review of draft regulations are essential. The Brussels Office has successfully deployed these rapid response groups across many legislative initiatives over the years.
What personal memory best captures the character and spirit of the Office?
I clearly remember the 10th anniversary celebration in Brussels in 2016, celebrating with Christina, Hélène, and Milesh. As a European President of INTA, it was a privilege to be there and to recognize both the people who had established the Office and those whose commitment had enabled it to become an influential voice in Europe. Seeing all of them, virtually and in person—and spotting Gordana Pavlovic and Patrick Van de Vorst in some of the pictures in Etienne’s LinkedIn post for the 20th anniversary—was such a wonderful journey down memory lane!
The celebrations took place in December, between an INTA-BASCAP [Business Action to Stop Counterfeiting and Piracy] workshop focused on bringing intermediaries and rights holders together to combat counterfeiting and piracy, and the Digital World Conference on the following day, which addressed issues such as the Digital Single Market, Internet governance, data protection, and social media. Both events, organized and hosted by or with the support of INTA, are clear evidence that INTA and the Brussels Representative Office were not only involved in key topics affecting the European and, in fact, the global IP community, but were actively driving the conversation. They helped shape future policy in areas that are as important today as they were back then.
Looking ahead, how can the Europe Office build on its first 20 years and strengthen INTA’s global mission?
As INTA celebrates this 20th anniversary, I see the Brussels Office as both an accomplishment and a continuing commitment. It represents two decades of patient relationship-building and effective advocacy, while adapting to a policy environment that is increasingly digital, interconnected, and complex. I hope the Office will continue to help INTA anticipate change, broaden the conversation around brands and IP, and bring members, policymakers, and other stakeholders together around practical solutions.
Today, 10 years later, with a representative office in Dubai, INTA is still as committed as ever to put the “I” in INTA—showing that global reach is most effective when it is grounded in strong regional knowledge and relationships.
Marlou van de Braak
Heineken N.V. (the Netherlands)
INTA President-Elect
Marlou van de Braak, Heineken N.V. (the Netherlands), INTA President-Elect
In your view, how has the Europe Representative Office had its greatest impact over the past 20 years?
Over the past 20 years, INTA’s Europe Representative Office has built something invaluable: trust, credibility, and influence across Europe’s IP community. Since establishing its presence in Brussels in 2006, INTA has developed strong and lasting relationships with European institutions, policymakers, IP offices, courts, associations, and other stakeholders.
Through many policy and legislative submissions and amicus briefs, frequent policy dialogues and high-level meetings, and engagement across many jurisdictions, the Office has ensured that the perspectives and expertise of INTA’s global membership are heard where important decisions are shaped.
Its greatest impact, however, goes beyond numbers: INTA has become a trusted partner in Europe, bringing people and perspectives together and contributing constructively to the evolution of the IP landscape.
What personal memory best captures the character and spirit of the Office?
I have had the pleasure of visiting the Europe Office in Brussels multiple times, as well as joining the team at events across Europe. What always strikes me is their energy, enthusiasm, and ability to make every occasion feel both highly professional and genuinely welcoming. And the variety is impressive!
One day it’s a Corporate Member meeting at PVH Corp [Phillips-Van Heusen Corporation] in Amsterdam, another day a workshop on IP, Finance, and Valuation in Paris, another day a roundtable in The Hague on EUIPO or BOIP [Benelux Office for Intellectual Property] strategies (which INTA can attend as a stakeholder), or a policy dialogue on AI in Brussels.
And, of course, there are the pre-Annual Meeting cocktail receptions throughout Europe, where serious IP discussions somehow become even better over a beer. For me, that combination of substance, connection, energy, and fun perfectly captures the spirit of the Europe Representative Office.